Top Story

e4m_logo.png

Home >> Marketing >> Article

HLL, Pepsi set for joint beverage market foray

18-November-2004
Font Size   16
HLL, Pepsi set for joint beverage market foray

FMCG majors Hindustan Lever and Pepsi Foods are gearing up to enter the hot and cold beverages segment in January 2005. The joint venture between Pepsi and HLL has already started its pre-launch activities in select cities across the country, according to industry sources. To start with, the Pepsi-Lipton alliance has already begun test-marketing tea and coffee through vending machines in select markets in India.

When contacted by FE, an HLL spokesperson said: “We are closely working with Pepsi Foods on this alliance for a launch early next year. Senior teams from both HLL and Pepsi are now working on the project.” Further, he added that the HLL-Pepsi arrangement combines Lipton brand equities with Pepsi bottling, sales and distribution strengths to offer ready-to-drink teas and tea-based beverages in India.

According to the HLL spokesperson, the Pepsi-Lipton alliance will build upon the success of Pepsi Lipton Tea Partnership in the US as well as Pepsi Lipton International JV formed last year for select international markets. In India, the new alliance will target a national presence building on Pepsi’s equity in the soft drinks category,” he added.

In addition to hot beverages, the Pepsi-Lipton alliance is planning to launch iced tea and cold coffee in the next few months. On the Pepsi-Lipton alliance, a spokesperson from Pepsi Foods said, “we are very excited about the possibilities of this alliance. We would be able to offer our consumers a wide choice of beverages.”

Incidentally, Pepsi’s arch rival Coca-Cola India entered the ready-to -drink beverages category two years ago—in association with McDonald India.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...